Depilatories in Serbia

PRE-COVID-19 PERFORMANCE

Serbian women expected to have hair-free legs, hair removers/bleaches category outperforms razors and blades

It is deeply rooted in Serbian culture that women should have completely “hair-free” legs, and there is stigma surrounding failure to do so. This is a major positive factor underpinning demand for depilatories in Serbia, and is not expected to change any time soon.

Category sees discount campaign in 2019, TV advertising limited to large companies due to cost

In August 2019 Gillette and retail chain Lilly organised a discount event called “Lilly and Gillette Love You and Think About You”. During this campaign Gillette Venus products were offered at a 40% discount.

Private label offerings gain share in razors and blades, branded producers see increases in hair removers/bleaches

Together with continued expansion of the two major drugstores/parapharmacies chains, Lilly and dm, their private label lines were also gaining importance in 2019. This was particularly the case in razors and blades, where consumers perceive a relative lack of differentiation between branded and private label offerings, and are attracted by the latter’s lower prices.

2020 AND BEYOND

COVID-19 impact

Sales of depilatories are now expected to see negative growth of 4% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to a 2% rise forecast in 2019 constant value terms in our 2020 edition published in February 2020 (pre-COVID-19).

Affected products within depilatories

The depilatories category is set to see negative growth across the board in 2020 as consumers have remained at home and experienced reduced spending power. However, they have maintained grooming routines, but reduced the frequency of application or traded down to cheaper alternatives to their favoured products.

Recovery and opportunities

With the strong cultural tradition of Serbian women keeping their legs hair-free, demand for depilatories in the country is set to recover relatively quickly. There may be an opportunity for manufacturers of private label offerings to hold on to those consumers acquired during the COVID-19 crisis, and who perceive little difference between private label and more expensive branded offerings.

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